2018-01-21
1537
To be effective and persuasive, public relation writing must be conducted within a legal and ethical framework. First, you must understand legal concepts so as to know what you may do and what you must avoid. Careless work can lead to costly litigation for you and your employer. Second, you cannot produce and distribute publicity materials that are credible and believable if you don't have a strong ethical and professional orientation. The public demands accountability and won't tolerate mere "puffery".
As a public relations writer, you represent the management of your organization. What you release is interpreted as the voice of management. Nevertheless, you can be held personally liable for any statements that cause defamation or violate the guidelines of state regulatory agencies. Actions are ordinarily brought against the top officials of an organization, but remember that you can be named as a co-defendant,
To protect yourself, you should be sure that the facts you are given are accurate. It is no excuse to say, "The boss told me that was so". In a trial, you must be able to prove that you made a reasonable effort to verify information.
Among the actions for which you might be liable are the following:
• Disseminating information that a court or regulatory agency find?
misleading, untrue, or damaging
• Participating in an illegal action
• Counseling or guiding policy to accomplish an illegal action
• Setting up an organization whose real identity is concealed.
Notes
within a legal and ethical framework — в юридических и этических
рамках
litigation — судебный процесс, судебное дело, тяжба distribute — распространять, распределять credible and believable — заслуживающий доверия и
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правдоподобный
demand accountability — требовать отчета tolerate — терпеть, выносить puffery — чрезмерное рекламирование; дутая реклама
release - выпускать
be held liable for smth. - быть ответственным за что-л.
cause defamation - явиться причиной диффамации, клеветы
дискредитации violate - нарушать
regulatory agencies - органы государственной власти bring action - возбудить судебное дело co-defendant - соответчик trial — судебный процесс verify information — проверять информацию disseminate information - распространять информацию misleading — вводящий в заблуждение damaging — наносящий ущерб accomplish an illegal action —совершить противозаконное действие
Упражнения
*1. Укажите, в каком из приведенных значений данные слова употребляются в тексте.
1. to release a. to let someone go, after having kept them somewhere
b. to stop holding something that you have been holding
tightly or carefully с to let news or official information be known or printed
2. a trial a. a process of testing to find out whether something
works effectively and is safe b. a legal process in which a court of law examines a
case to decide whether someone is guilty of a crime с something that is difficult to deal with, and that is
worrying or annoying
3. liable a. to be likely to do something in a particular way
b.legally responsible for something с.likely to be affected by a particular kind of problem, illness, etc.
4. to tolerate a. to accept something bad or difficult, even though you
do not like it
b. to allow people to do, say, or believe something without criticizing them
5. to verify a. to find out if a fact, statement etc. is correct or true,
check b. to state that something is true; confirm
*2. Соотнесите слова в левой колонке с их определениями в правой.
1. litigation a. writing or saying something that makes people have
2. puffery a bad opinion about somebody
3. defamation b. a legal process in which a court of law examines a
4. trial case to decide whether someone is guilty of a crime
5. damaging с the process of taking claims to a court of law, in a
non-criminal case
d. affecting someone in a bad way
e. the extravagant praise lavished on a product by an
advertiser
*3. Заполните пропуски данными словами.
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defamation, damaging, liable, trial, disseminate
1. Executives at the company are personally.................... for investors' losses.
2. He is going to sue the producers of the show for......................of character.
3. Both men are on................ for a bank robbery.
4. The statement was................ to the image of the company.
5. They............ this information via the Internet.
4. Выразите согласие или несогласие с данными утверждениями и
обоснуйте свою точку зрения.
l.To be effective and persuasive, public relations writing must be
conducted within a legal and ethical framework. 2.You cannot produce and distribute publicity materials that are credible
and believable if you don't have a strong ethical and professional
orientation. 3.You are legally and ethically responsible for the information that you
produce and distribute.
Ответьте на вопросы.
1.In what way must public relations writing be conducted to be effective and persuasive?
2. What can careless work lead to?
3. Who are actions ordinarily brought against?
4. What should be done to protect oneself?
5. What are the actions for which one might be liable?
Text 2
LIBEL AND SLANDER
Any false statement about a person that is printed or broadcast and tends to bring on this person public hatred, contempt, or ridicule or to inflict injury on his or her business or occupation may be libel. If the statement is
broadcast, it may constitute either libel or slander. If it is made to a third person but neither printed nor broadcast, it may be slander.
Any plaintiff in a libel suit must prove four points: 1) that the statement was published to others by print or broadcast; 2) that the plaintiff was identified or is identifiable; 3) that there was actual injury in the form of money losses, impairment of reputation, humiliation, or mental anguish and suffering, and 4) that the publisher of the statement was malicious or negligent.
With public figures — people in government or politics or who are much in the news — the test is whether the publisher of the statement knew that it was false or had a reckless disregard for its truth. The question of who is a public figure cannot be answered arbitrarily, and the courts are inconsistent on this. It often depends on the context.
With private figures — people who are not officials or prominent in the news — the test is whether the publisher of the statement was negligent in checking the truth of it. In quoting someone, for instance, be sure you state exactly what was said.
These few highlights only hint at the ramifications of libel law. For your protection and for the protection of your organization, you need to dig deeper into this subject.
Remember that you needn't use a name to commit libel. A recognizable description serves the same purpose. If the subject remains unnamed but the public knows who is being talked about, there may be grounds for a libel case.
Notes
broadcast — передавать по радио или телевидению hatred — ненависть contempt — презрение ridicule — осмеяние, насмешка inflict injury — причинять вред libel — письменная клевета
slander — клевета, злословие; устная клевета, оскорбление plaintiff — истец libel suit — иск о клевете money losses — денежные убытки impairment of reputation — нанесение ущерба репутации humiliation — унижение mental anguish — душевные страдания malicious - злобный, предумышленный negligent — небрежный, халатный
reckless disregard for — безответственное пренебрежение к чему-л., нарушение чего-л.
arbitrarily — произвольно
inconsistent — непоследовательный, противоречивый private fugures — частные лица highlight - основные моменты, факты
ramification of libel law — ответвление, часть закона о клевете commit libel — оклеветать
there may be grounds for a libel case — возможны основания для
начала судебного дела о клевете
Упражнения
*6. Укажите в каком из приведенных значений данные слова употребляются в тексте.
1. contempt a. a feeling that someone or something is not important
and deserves no respect
b. failure to obey or show respect toward a court of law с complete lack of fear toward something difficult or
dangerous
2. impairment a. a condition in which a part of a person's mind or
body is damaged or does not work well b. the condition of being damaged or weaker or worse than usual
3. highlight a. the most important, interesting, or enjoyable part of
an activity, movie, sports event etc. b. a light bright area on a painting or photograph
4. to commit a. to do something wrong or illegal
b. to say that you will definitely do something с to decide to use money, time, people etc. for a particular purpose.
5. loss a. an occasion when you do not win a game or a
competition, defeat b. a feeling of being sad or lonely because someone or
something is not there any more с money that a business, person, government etc. had
before, but that it does not have anymore
*7. Соотнесите слова в левой колонке с их определениями в правой.
1. libel a. to send out television or radio programs
2. plaintiff b. an act of writing or printing untrue statements about
3. humiliation someone so that other people are likely to have bad
4. disregard opinion of them
5. to broadcast с. the act of ignoring something, in a way that annoys other people because they think it is important
d. the person in a court of law who sues someone else
for doing something wrong or illegal
e. a feeling of shame and great embarrassment, because
you have been made to look stupid or weak
*8. Заполните пропуски данными словами.
contempt, negligent, libel, inflict, disregard
1. He sued the newspaper for.............
2. She did not respect him and treated him with.........
3. Hurricanes often............ severe damage on South Florida.
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4. The crew of the ship may have been............ in following safety
procedures.
5. Native Americans complained that such deals showed........ for
their rights..
Ответьте на вопросы.
1. What is the difference between libel and slander?
2. What points must any plaintiff in a libel suit prove?
3. What is the test with public figures?
4. What must you be sure of if you quote a private figure?
5. May there be grounds for a libel case if the subject remains unnamed?
6. Do you remember any recent libel cases in this country or abroad?
Text3
COPYRIGHTLAW
The purpose of a copyright is to secure for the creator of original material all the benefits earned by creating it. Copyrights apply not only to written words but also to illustrations, plays, musical works, motion pictures, sound recording, graphics, sculptures, pantomimes, and dances. Two aspects of copyright law concern you: the use of copyrighted material and the protection of the work that you do.
The copyright law protects original material published during and after the author's lifetime as well as unpublished material. Material does not have to be printed or distributed for copyright protection. As soon as it is created in a concrete form, it is protected, particularly if it bears a copyright notice but also even if it does not.
Distributing or offering to distribute copies of a work to the public is considered publication. Such distribution may be free or paid.
If you want the most unassailable copyright protection, you should take formal steps to acquire it as soon as any material is published.
News releases, features, and illustrations accompanying them are not normally copyrighted. Booklets, leaflets, books, and similar publications usually are copyrighted unless there is a desire to allow others to reproduce them. In that case, it is customary to place a notice in the publication stating that reproduction and distribution of copies is permissible without charge.
Notes
copyright — авторское право; обеспечивать авторское право
secure — гарантировать, обеспечивать
benefit — выгода, денежная прибыль
apply to smth — касаться, относиться к чему-л.
copyright law — закон о защите авторских прав
copyright protection — охрана авторских прав
copyright notice — предупреждение о сохранении авторского
права
free — бесплатный
unssailable —. неприступный, прочный news release — пресс-релиз, сообщение для печати feature — статья, очерк booklet — брошюра leaflet — листовка, брошюра permissible — разрешенный without charge — бесплатно
Упражнения
*10. Укажите, в каком из приведенных значений данные слова употребляются в тексте.
1. free a. allowed to live, exist, or happen without being
controlled or restricted b. not costing any money с not being used d. not a prisoner
2. benefit a. the money or other advantages that you get from
something b. something that gives you advantages or improves your
life in some way с a concert, performance, dinner etc. arranged to make
money for a charity
3. a feature a. a part of something that you notice because it seems
important, interesting, or typical b. a piece of writing about a subject in a newspaper or a
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magazine с a movie being shown at a theater
4, to apply a. to make a formal, usually written request to be
considered for a job, an opportunity to study at a college, etc.
b. to use something as a method, idea, or law in a
particular situation, of process
c. to have an effect in or to concern a person, group,
situation or an idea
5- charge a. the amount of money you have to pay for goods or
services b. an official statement made by the police saying that
someone may be guilty of a crime с a strong effort to do something
*11. Соотнесите слова в левой колонке с их определениями в правой.
1. copyright a. allowed by law or by the rales
2. press release b. to get or achieve something that will be permanent
3. permissible с the legal right to be the only maker or seller of a book»
4. to secure play, etc. for a specific length of time
5. unassailable d. not able to be criticized, attacked, or made weaker
e. an official statement giving information in the newspapers, television, or radio
*12. Заполните пропуски данными словами.
applied, force, feature, copyright, permissible
1. Mitchell's family owns the............to her book.
2. A bus service from the station to the airport is.........
3. The term "mat" can be............. to any small rag.
4. He won an award for his................ on the children of migrant
farmworkers.
5. The use of racial preferences is not.........under the new law.
Ответьте на вопросы.
1. What is the purpose of a copyright?
2. Do copyrights apply only to written words?
3. How long does the copyright law protect original material?
4. Does material have to be printed for copyright protection?
5. Is distributing or offering to distribute copies of a work to the
considered publication?
6. Are news releases normally copyrighted?
7. How do you understand the statement, "Ideas cannot be copyrighted,
but expression of these ideas can be"?
8. Do you know any cases of copyright infringement? Speak on them.
Text 4
TRADEMARK LAW
An organization's name, products, slogans, and manufacturing processes are usually trademarked. That means that these things are officially registered and their use is restricted to the owner or manufacturer. A trademark is legally protected and should be capitalized whenever it is used.
A trademark is a valuable asset jealously guarded by its owners. Sony, Coca-Cola, IBM, Porsche, McDonald's, and Reebok are all registered trademarks. So is the Mercedes-Benz star symbol.
Organizations and corporations protect their trademarks in various ways. One method is to establish standard policies on how the organization should use and display its trademarked names. You must know the registered trademarks of your company and how they may be used.
Companies also guard their trademarks by continually using them, sending advisories to media outlets about proper use of these trademarks, placing advertisements in journalism publications reminding readers of trademarked names, and monitoring publications to ensure that other organizations are not infringing on a trademark. If they are, legal action is threatened or taken.
In sum, make yourself familiar with what might be considered trademark infringement. Even if you are innocent, the money and time spent fighting a lawsuit are rarely worthwhile.
Here are some guidelines the courts use to determine if a trademark has been infringed:
• Has the defendant used a name as a way of capitalizing on the reputation
of another organization's trademark?
• Is there an intent to create confusion in the public mind? Is there an
intent to imply a connection between the defendant's product and the item
identified by the trademark?
• How similar are the two organizations? Are they providing the same
kinds of services or products?
• Has the original organization actively protected the trademark by
publicizing it and using it?
• Is the trademark unique? A trademark that merely describes a common
product might be in trouble. Microsoft, for example, lost a bid to trademark
the word "windows" for its exclusive use.
Notes
trademark — иметь торговую марку; торговая марка
be restricted — быть ограниченным.;
capitalize — печатать или писать с прописной буквы
asset - ценное качество; "плюс"; достояние
jealously — рьяно, ревностно
advisory — информационное сообщение, инструкция
media outlets - редакции газет и журналов, местные радиостанций
или телестудии
monitor publications — контролировать публикации infringe on a trademark — нарушать закон о торговой марке legal action — судебный иск infringement - нарушение
fight a lawsuit — защищать иск в суде; отстаивать дело defendant — ответчик
capitalize on — наживаться, извлекать выгоду intent - намерение imply — подразумевать, предполагать
lost a bid to trademark the word "windows — не удалось получить слове windows" в качестве торговой марки
Упражнение
*14. Укажите, в каком из приведенных значений данные слова употребляются в тексте.
1. to capitalize a. to supply a business with money so that it can operate
b. to calculate the value of a business based on the value
of its stock, с to write or type a letter of the alphabet using a capital
letter
2. to monitor a. to carefully watch, listen to, or examine something
over a period of time
b. to secretly listen to other people's telephone calls, foreign radio broadcasts, etc.
3. a bid a. an offer to do work or provide services for a special
price
b. an attempt to achieve or obtain something с an offer to pay a particular price for something,
especially at an auction
4. to be a. to be limited or controlled by law or rules
restricted b. to affect only a limited area
c. to be limited in what you can do, or in your movements
5. an asse a. the things that a company or person owns, that can
be sold to pay debts
b. something or someone that is useful because they
help you succeed or deal with problems
*15. Соотнесите слова в левой колонке с их значениями в правой.
1. to infringe a. an official warning or notice giving
information about a dangerous situation
2. a trademark b. the person in a court of law who has been
accused of doing something illegal
3. a lawsuit с to do something that is against a law or that
limits someone's legal rights
4. an advisory d. a problem or complaint that someone brings
to a court of law to be settled
5. a defendant e. a special name, sign, or word that is marked
on a product to show that it is made by a particular company
*16. Заполните пропуски данными словами.
asset, advisories, infringed, lawsuit, intent, restricted
1. The court ruled that he had............. the company's patent.
2. Neighbors have filed a............ to stop development.
3. The Department of State issues travel.......... to alert U.S.citizens
to conditions overseas.
4. The gun was fired with.............
5. Visiting hours are.............. to evenings and week-ends only.
6. The most powerful................. we have is our skilled, dedicated
workforce.
Ответьте на вопросы.
1. What is usually trademafked?
2. Is a trademark legally protected?
3. How do organizations and corporations protect their trademarks?
4. What are the main guidelines the courts use to determine if a trademark
has been infringed?
5. Which of these guidelines do you think the most important?
6. Do you know any trademarks of the companies in Russia?
